OuterKnown officially launches

It’s always been perplexing that someone as affluent and premium as Kelly Slater hasn’t dressed accordingly. But we needn’t scratch our heads no longer. The first official look at Outerknown is here, and, it looks flawless.

“I saw a picture of myself when I was, like, 17,” Kelly told GQ. “I was wearing Oakley Blades, cargo shorts, and a ruffled shirt. I looked like a dork!” Contrast this with GQ’s shots of Kelly in a grey ribbed woollen sweater, over a crisp white button up, complete with dark shades, and it becomes clear that the surf dork is no longer.

John Moore, the handsome tailor behind Kelly’s eco-visions explains Outerknown’s ethos in typically eloquent fashion. “We’re surfers who grew up with surf brands, but we grew out of logos. And we want to wear clothing that’s made better, fits better and looks better.” The range sits in that ripe niche of being less elitist than the high fashion houses, but more classic than the street-infused brands like Acne. The range of coats alone is testament to the variety, but also consistency of the range. There’s Pea Coats, Trenches, Bomber/Barbour jacket blends, and it’s all endlessly wearable. And, perfectly affordable: Remember, OuterKnown is a step above a surf brand, so don’t expect surf prices. But given the quality of the product, it’s very reasonable.

“In the low bend of surf clothes, you get exaggerated lingo, overly bight colours, and too many logos,” Mr Slater told GQ. “I wanted Outerknown to be the opposite.” And all of this is being produced in a way that’s a eco friendly as possible, such is Kelly’s vision. “It’s clear now just how challenging it is for any brand to put sustainability at the forefront of their business and I’m proud that we’re one of the few taking the lead,” says a clearly glowing Kelly. Your pride is well warranted Messrs Moore and Slater, you’ve made the world of ‘surf’ clothing infinitely more fabulous!

The OuterKnown web portal now features the entire first range (mens only – women’s wear will come later). Go browse it here.